Popular fruit flavour bursts into the Mentos Gum range
CONFECTIONERY giant Perfetti Van Melle (PVM) has rolled out a new Strawberry flavour to its Mentos Pure Fresh Gum range in a bid to appeal to younger shoppers.
Mentos Pure Fresh Strawberry will roll out across Tesco stores from August in a 70g 35-piece tub format, alongside a 2x15g Duo pack which will hit WHSmith stores at the same time. The larger tub come with an RRP of £2 whilst the Duo pack has an RRP of £1.
The variety of pack formats aims to provide consumers with sizes that can cater to different need states, whether this be for on-the-go consumption, in the car or from the comfort of their homes.
The Dup pack outer has also been made using household recyclable materials, similar to the other Duo pack variants in the range.
The new Mentos Pure Fresh Strawberry gum features a liquid-filled centre that bursts open in consumers mouthes when they bite into them to provide a long-lasting strawberry flavour.
PVM said it chose Strawberry as it ranks as one of the UK’s most popular flavours, as Circana data has found that the flavour is now worth £105million and has helped to fuel double-digit growth within the confectionery space at an increase of 18%.
The launch is set to be supported by a bold social media campaign that champions Mentos’ “unbeatable taste and flavour” and urges consumers to say “Yes to Fresh”.
Strawberry marks the five flavour to join the Mentos Pure Fresh range with other variants including Fresh Mint, Spearmint, Bubble Fresh, Cherry and Tropical.
Sarah du Plessis, senior brand manager – Mentos at PVM, said: “Strawberry is the number one flavour in confectionery, so we have every confidence that this launch will help to freshen up the category, driving sales and profits for our retail partners.
“Mentos Pure Fresh Strawberry Gum has performed exceptionally well in taste tests, with three in four consuemrs saying it had a ‘great flavour’ and two-thirds preferrring it over the market leader.
“We are a strong, relevant and credible number two gum manufacturer, growing our presence through superior flavour.”
